£300 billion assets under administration, 13 million customers, £6.5 billion market cap and around 7,800 employees. By anyone’s measure, it’s a big organisation.
Following a new Group strategy which had elevated Phoenix as the parent brand, its visual identity was refreshed to reflect a new Group purpose: “To help people secure a life of possibilities”.
Our brief was to bring the brand to life. To establish Phoenix as the master brand, connect it to sub brands – including Standard Life, SunLife, ReAssure and Phoenix Life – while positioning it as the single employer brand for their people.
Working through the pandemic, we became an extension of our client’s dedicated team. We ran more than 30 workstreams, developing photography, icons, illustrations, intranet, social, films and animation to embed the new brand into everything that the Group does. Not to mention planning the launch and rebranding premises.
